Google Merchant Center is removing 4 attribution models from conversion tracking

First-click, linear, time-decay, and position-based options will no longer be available.

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Google Merchant Center will remove the ability to select four rules-based attribution models when setting up the conversion source in 2024. The models being removed are:

  • First-click.
  • Linear.
  • Time decay.
  • Position-based.

Starting in April 2024, any conversion sources still using these models will be switched to data-driven attribution.

Marketers not wanting conversions that use data-driven attribution will be able to use the last-click model instead.

Why we care. This change will affect how marketers analyze and attribute conversions, crucial for identifying effective channels, touchpoints and strategies, enabling informed decision-making and resource allocation.

Why now? Google announced this change after confirming it was retiring these attribution models for all properties in Google Ads and Google Analytics in October 2023. A spokesperson explained that adoption rates were “increasingly low” with “fewer than 3% of conversions in Google Ads using these models.” They added:

  • “Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers.”

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Deep dive. Read Google’s Select Attribution Settings documentation for more information on how to choose the reporting attribution model and conversion window for your property.


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About the author

Nicola Agius
Contributor
Nicola Agius is the Director of SEo and Discover at Reach PLC. Previously, she was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Before this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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